Business Inside Out Capturing Millions of Brand Loyal Gay Consumers
Business Inside Out Capturing Millions of Brand Loyal Gay Consumers
Marketing experts Robert Witeck and Wesley Combs distill breaking research trends with their partner Harris Interactive and apply more than a decade’s client experience into the core insights of Business Inside Out. While other books have focused on specific dimensions of the gay market—political concerns, social issues, and identity—this is the first-ever resource to provide a complete, real-world approach to targeting this valuable segment.
From building a strong business case and developing winning strategies, to designing the right media mix and measuring results, Business Inside Out gives business professionals the knowledge they need to capture the loyalty and wallets of customers in this powerful and still emerging niche market.
User Ratings and Reviews
5 Stars Not just for marketing, great Gay Culture 101!
If you’re a major corporation looking to explore wooing the LGBT market — then you’ve probably already read this book, cause it’s an invaluable resource, chock full of practical examples and experiences. But more importantly — if you’re trying to include more LGBTs in your work, whatever it may be (for me it’s public health), then pick up this book as a Gay 101, because it gives a wonderful overview about the diversity of cultures included in the LGBT community. No, it won’t give you much on definitions really — it gives you that great sociological overview, how not to stumble, how to be relatively familiar with a culture you may not have history with, what the cultural structures are, …. etc. etc. Great help!
